Sie sind auf Seite 1von 18

7-1

Chapter

ProspectingThe Lifeblood
of Selling

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-2

Chapter

The Sales Process Has 10 Steps


Steps Before the Sales Presentation
ProspectingThe Lifeblood of Selling
Where to Find Prospects
Planning a Prospecting Strategy
Prospecting Methods
Prospecting Guidelines
The Prospect Pool
McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-3

Chapter

The Referral Cycle


Call Reluctance Costs You Money!
Obtaining the Sales Interview
Wireless E-mail

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-4

The Sales Process Has 10 Steps


The Sales Process

Prospecting

Determine the Objectives

Preapproach

Meet objections

Approach

Trial close

Presentation

Close

Trial close

Follow-up

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-5

Steps Before the Sales Presentation


Prospecting
Rule of thumb

appointment

planning

20% presentation
40% preparation
40 % follow-up

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

ProspectingThe Lifeblood of
Selling

7-6

Prospect--qualified person
Prospecting--identifies potential customer
Lead--only know name
Qualified prospect is MAD
Money to buy?
Authority to buy?
Desire to buy?

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-7

Where to Find Prospects


Sources may be varied or few
Persons selling different services and goods
might not use the same sources

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-8

Planning a Prospecting Strategy


Requires a strategy
A skill that can be constantly improved

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-9

Prospecting Methods
E-prospecting on the Web
Individuals
Organizations

Cold canvassing (making unsolicited calls)


Endless chaincustomer referral
Orphaned customers
Sales lead clubs

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-10

Prospecting Methods cont


Prospect lists
Become an expertget published
Public exhibitions and demonstrations
Center of influence
Direct mail
Telephone and telemarketing
Observation
Networking

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-11

Prospecting Guidelines
Three criteria
Customize
High potential customers
Call back

Referrals used in most prospecting methods

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-12

The Prospect Pool


Prospect pool
Leads
Referrals
Orphans
Your customers

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-13

The Referral Cycle


Obtaining referrals is a continuous process
without beginning or end
Referral cycle
The parallel referral sale

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-14

The Referral Cycle cont


The secret is to ask correctly during referral
cycle
The preapproach contact phase
The presentation
Product delivery contact phase
Service and follow-up contact phase
Customer service

Dont mistreat the referral


Tracking referrals

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-15

Call Reluctance Costs You Money!


Call reluctance refers to not wanting to contact a
prospect or customer
For many salespeople, owning up to call
reluctance is the most difficult part of combating it

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-16

Obtaining the Sales Interview


Key factor in selling process is obtaining a sales interview
The benefits of appointment making
Telephone appointment
Personally making the appointment
Believe in yourself
Develop friends in the prospects firm
Call at the right time on the right person
Do not waste time waiting

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

7-17

Summary of Major Selling Issues


The sales process involves a series of actions beginning with prospecting for customers
Find prospects to contact
Obtain appointments
Plan the entire sales presentation

McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.

Summary of Major Selling Issues


cont

7-18

Popular prospecting methods


Cold canvas
Endless chain methods
Public exhibitions and demonstrations
Locating centers of influence
Direct mailouts
Telephone and observation

Salesperson must develop ways of getting to see


the prospect
McGraw-Hill/Irwin

Copyright 2002 by The McGraw-Hill Companies, Inc. All rights reserved.